Welcome to this week’s How To Guide and we are looking at the role of story in your business. You will know that we tell stories all the time about inspiring members and indie business but what is your story? Are you clear about exactly what it is, what role it plays in your marketing and brand and how you tell it? We will be going through these steps in the coming weeks but today, we will focus on identifying what your story is.
A business, especially a small, independent one, without a clear story really lacks direction and clarity and it makes it a whole lot more difficult to get your audience to understand what you are all about how you are different from your competitors. In today’s small business world, your audience want experiences and relationships, something that small, indie business can deliver in spades and your story will hold the key to success.
So what is your story and how do you identify it? Here are 3 steps to help you focus in on what your story is to help you build a brand.
- Think about your starting point. Helping your audience understand how you came to be doing the business that you are can really bring your authenticity and passion alive. When your audience chooses to buy from you, how you got there will add to their loyalty and their buy in of your brand. It might be how your Granny inspired your early baking experiences or you might have had a corporate business life that you rejected in pursuit of a new life and a dream, You don’t need to tell every grizzly detail of your journey! You can take the highlights to help your audience understand the steps you took to today.
- What was your problem? A lot of business stories start with a problem or a challenge. It could be that you got stuck in life and needed a new outlet or you were sick of feeding your dog commercial food. It is often the how you overcame these issues that spark the story. Perhaps you suffered from stress in a corporate life and now you run a farm holiday company to help other relax. Maybe you started to make your own dog treats and now your customers love your handmade, healthy offerings! Overcoming adversity helps build relationships with your audience, provides authentic conversation and attracts the right customers to your business.
- How you got from there to here is key. Although you don’t need to tell your audience every gritty detail of your journey, how you got from a to b is important. Your story of adversity or a dream and how your evolved to provide the values and dedication of today provides the spark for customers to become loyal, clearly understand your brand and the values that they share with you.
Hopefully this little exercise will help you clarify a previously muddy story or perhaps give you the confidence to share a bit more about your journey and how it informs the way you work today. We will be talking about it in the Facebook group on Monday so head there now and join us with your thoughts, ideas and stories!